General English Level 6 V 3
UNIT 01 Eat up! TOPIC 04 Try it, you'll love it!
LANGUAGE FOCUS 02 The language of advertising
Advertisers use persuasive language to try to sell their products to us.

Persuasive language 1

The Sports Plus advertisement says:
Sports Plus. One drink will keep you going all day !
The Diet Delight advertisement says:
Diet Delight is a new kind of diet food that makes dieting easy .
We offer an amazing variety of meals including … everyone's favourite , … Steak Diane.
It's the hit of this summer .
Sports Plus … is this year's most popular drink.

These sentences present what they are saying as facts.
Advertisements often give information about their products as though it is a fact.

Advertisements also often use language to make us think a product is popular. These include: (It is) everyone's favourite , (It is) the hit of this summer/ winter .

Our pizzas are loved by everyone.
They are everyone's favourite.
Diet Soda makes dieting fun!
Sports-ade will keep you going.
Energy Plus is the hit of the season.

Examples

It's the hit of the season .
Mike's Pies are this year's most popular pie .
Wendy's Burgers are everyone's favourite .
Trim Time makes dieting fun!
Our sports drinks will keep you going .


Persuasive Language 2

The Sports Plus advertisement says:
Sports Plus, the naturally superior sports drink …
The Diet Delight advertisement says:
Diet Delight: A clearly better way to lose weight.
We offer … a truly mouth-watering Steak Diane.

Naturally , clearly and truly are used to persuade us to agree with the advertiser. By using these words, they try to show that what they are saying is a fact, or is obvious.

Other words often used in this way are unquestionably , obviously and plainly .

McFarlane's Whisky is a naturally superior whisky.
Pedro's Pasta is a clearly better way to eat pasta.
Our Chicken Kiev: a truly delicious way to enjoy chicken.


Examples

Pedro's Pies: A clearly better kind of pie.
The oranges we produce are a naturally superior fruit.
Red Valley Wine is a truly first-class wine.
Munro's Gourmet Meals: Unquestionably the best.
Pizza on the Go: Clearly a better home-delivered pizza.

Now go to 03 READING The language of advertising.